“Cooperation and Adaptation are the basis for a : A study of cooperation and segmentation

Abstract: According to the latest UNWTO World Tourism Barometer the first six months of 2007 have again shown an unexpected growth in the global tourism with the increase of 6 % in Europe compared with the year before. Swedish politicians have started to see tourism as an opportunity and in an investigation made 2006 showed that eighty percent of the Swedish municipalities gave priority to tourism as an industry. This priority is rather logical since investing in tourism development is profitable since each hundred-krona note an international tourists spends in Sweden 45-48 SEK returns to the state in the form of taxes and fees. There are many rather small tourism actors in Sweden who often cooperate in common activities such as marketing because of equally small financial resources. “Market segmentation is one of the most crucial long-term strategic marketing decisions a destination or organization makes, therefore it is crucial that it is performed in a proper manner since it affects the total planning and a destinations success. I wanted to understand the relationships between various tourism actors in the County of Västerbotten when it came to efficient marketing management and tourism development.